Krone Lager Biere: Launching a New Category

Background

Krone Lager Biere is a premium lager line with a refined character, representing a logical evolution of the premium specialty brand Krone Blanche Biere. Developing this sub-brand required not only creating a unique product look but also communicating the product’s attributes as a beer that turns moments into special occasions.

The Challenge

The UPRISE agency was tasked with creating a distinctive design for the lager line that maintained the recognition of the parent brand, Krone Biere, while modernizing the image to align with the updated positioning of the entire portfolio.

The Solution

The agency team proposed a careful, evolutionary design approach for the lager variety, retaining the key design elements that serve as the brand’s hallmarks. The visual solution was primarily designed to attract lager consumers through a clear visual language appropriate for the category.

A key focus was the newly developed color scheme: gold tones typical of the lager segment, yet evocative of sparkling drinks and a festive atmosphere. Brand messaging was updated and packaging layouts were reworked to maximize the product’s uniqueness and shelf visibility at retail outlets.

This approach refreshed the brand’s image without risking the loss of established shelf recognition, while maintaining visual continuity for existing Krone customers.